For the launch of its all-new men's department, Lord & Taylor needed to make a big impression, which is why they came to GQ and Cond� Nast Media Group. Featured on the GQ homepage, this takeover unit auto-expanded to reveal a curated virtual-tour experience, which was specifically crafted by Cond� Nast Marketing Solutions for Lord & Taylor. Engaged users were able to explore the newly renovated space and key departments to discover recent additions to the store. Once they had selected a particular section, users were given department-specific style tips and direct access to featured items through Lord & Taylor's e-commerce site. Ultimately, the rich media unit was an unmitigated hit. The high expansion rates facilitated engagement within the unit: The expansion rate was 58% higher than the average for pushdowns. Additionally, once expanded, the engagement rate was 159% above the average, and hotspot interaction was 34% above the industry norm.
